I like to think of it like buying a car. Admit it. Your left brain looks at a vehicle in terms of the numbers. What's the horsepower? The towing capacity? The 0-60? That's our competitor's approach. But your right brain is different. There's only one question out there: sitting behind the wheel, where will this baby take me? In other words, do you want to go just a little bit faster, down the same streets you've always driven, or down a new road, to places you've never seen before? That's the difference with Nintendo DS.

To date, global sellthrough for Nintendo DS stands at over 5 million, or more than twice the level for the PSP. Now, I know what some of you are thinking: "Well, the PSP hasn't arrived in Europe yet." So we got there when we said we would, and they didn't. You know what? That's Sony's issue, not my problem.

We're working to overcome the overly macho nature of the current online console game world, where a handful of the high testosterone crowd fight for supremacy, while the mass of casual game players stay away.

The graveyard of any industry is filled with the headstones of companies who decided to keep doing things the same old way. Playing only on the margin, making things just a little bit better. That strategy works....for a while, but ultimately it's fatal. Over the years our industry has come to accept progress simply by what’s on the screen.

The government is already involved from an entertainment standpoint. I mean, they regulate a large part of our entertainment. What we're trying to do as an industry is be proactive and drive it much more positively, much more effectively, than the government can, and that's what the ESA is all about[....]We think we're doing a pretty effective job, and certainly from an Nintendo perspective, we think the ESA is the way to go.

Do you know anyone who's never watched TV, never seen a movie, never read a book? Of course not. So let me ask you one more question. Do you know someone, maybe even in your own family, who's never played a video game? I bet you do. How can this be? If we want to consider ourselves a true mass medium, if we want to grow as an industry, this has to change.

Let's face it. The bottom line of every E3 is simple: what's hot and what's not. Here's our take. What's hot is the feel of the game, the look is secondary. What's hot is the next leap, not just a small step. It's hot if it's disruptive, it's not if it's predictable. The future of our industry is inclusion, not exclusion. It's about the heat of emotion, not the chill of technology. We know that the future is right here. Wii and the DS represent the same thing: risk.